SEO, GEO or AEO – Your best writing is now your best chance
Are we seeing a great content reset?
We’re not here to claim that SEO is dead, and that GEO has killed it. We’re not claiming that some other enigmatic acronym you may have seen is the future of all marketing content writing.
There’s a growing sense that content writing may be on the edge of a profound shift and we want to investigate how these developments could have real implications for business owners and content creators.
We’ll explore this transformation and give you the tools to navigate it (yes, there’s a practical starter kit at the end!).
The legacy of two decades
Content writing has aligned with algorithmic demand for 20 years, incentivising writers to produce in homogenous formats to tick boxes – implementing for monolithic Google algorithms like the Panda and Penguin updates. Many of us have been there, commissioned to create content just to rank on Google, rather than to dive into subjects in a spirit of genuine curiosity.
Let’s have a look at the kind of constraints writers have been navigating:
- Keyword density requirements that turned prose into repetitive patterns.
- Rigid structural formulas that stifled creative expression.
- Link building obligations forcing unnatural connections.
- Length requirements prioritising quantity over substance.
There’s new innovations on the horizon – they may not be all good, or all bad, but change is certainly afoot…
The dawn of something different
Generative Engine Optimisation (GEO): Evolution, not extinction
GEO (Generative Engine Optimisation) is about creating content that helps AI systems understand and trust your information enough to cite it as a reliable answer.
Research from Princeton and Georgia Tech found that GEO methods could boost content visibility by 30-40%. This can be achieved through:
- Citing credible sources to enhance authority
- Adding relevant statistics that support arguments with real data
- Including expert quotations that demonstrate depth
- Using clear, accessible language that humans actually want to read
This focus on accessibility and authority could help untangle constraints of the past and the philosophical shift is profound. Where traditional SEO asks “How can I rank?” GEO asks “How can I help?”. Perhaps then it can be seen as optimisation through excellence, rather than through manipulation.
Answer Engine Optimisation (AEO): Meeting users where they are
While GEO moves towards a philosophical change in content quality, AEO moves in a different direction with a focus on precision and quality. What makes AEO liberating for writers is the fact that it isn’t about casting wide nets that are backed with extensive keyword research, it’s about becoming the definitive answer to specific questions.
The rise of voice search and AI assistants has fundamentally changed how people seek information. They no longer type fragmented keywords into search bars. Instead, they ask complete questions: “What’s the best way to remove red wine stains?” or “How do I negotiate a salary increase?” AEO recognises this shift and responds accordingly.
You can’t manipulate your way into voice search results. You simply have to know your subject and communicate it clearly.
A strategic and creative renewal in action
AI is evolving the ability to understand context and meaning, which has led search engines to update their evaluation criteria. The emphasis that Google places on E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) is evidence of this, as the algorithm rewards better quality writing, instead of methods like keyword stuffing and other obsolete tactics.
HubSpot’s comprehensive 2024 State of Marketing report, based on surveys of over 4,800 marketers, shows marketers prioritising authentic blogging are 13 times more likely to achieve positive ROI than those clinging to keyword manipulation. Meanwhile, 86% of consumers now consider authenticity a key factor in choosing which brands to support.
This isn’t to say that SEO tactics are not still vital, but that there is a huge pivot in the content world which indicates that the digital landscape is about to profoundly transform.
The end of writing for robots?
Content writers will have seen these developments on their LinkedIn feeds. People are taking risks, people are getting creative – the implications of AI content make the ‘acceptable’ constraints of the past less bearable. People need to stand out, to sparkle and demonstrate the ‘soul’, the ‘aura’ of their writing – this is what future innovations may start to enable.
The team at Vivid Creative relish being pioneers at the edge of these world-changing developments. While we’re keen to harness the tools that bring success to our clients, we’ll always be proud of the innateness of our team’s creative ability and we’re excited to work with anyone that values profound quality in all content and output.
For writers worried about abandoning SEO entirely, our GEO Starter Kit shows how to integrate both approaches while prioritising human value.
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